SUB CATEGORY :

EFFECTIVE LOTUS - SMALL BUDGET

COMPANY ENTERING :

GOVT SINGAPORE, SINGAPORE

ENTRY TITLE :

SAMPLING BOOTH FROM HELL

BRAND :

MAGGI

ADVERTISER :

NESTLE SINGAPORE

AGENCY :

GOVT SINGAPORE, SINGAPORE

EXECUTIVE CREATIVE DIRECTOR :

AARON KOH

CREATIVE GROUP HEAD :

KATHERINE KHOR (ART)

COPYWRITER :

SEAN LEE

ART DIRECTOR :

ZAC TAN

ACCOUNT DIRECTOR :

ANAND DANIEL

ACCOUNT MANAGER :

SARAH YAP

ACCOUNT EXECUTIVE :

YILIN GOH

FILM PRODUCTION COMPANY :

CONTENT CURATOR, SINGAPORE

DIRECTOR :

EDDIE TYLER WONG

D.O.P/CINEMATOGRAPHER :

JIMMY FOK

SOUNDMAN :

KEVIN WEE

ART DEPARTMENT :

ALOYSIUS NORMAN BENJAMIN

FILM PRODUCER :

ELIZABETH WONG

HAIR & MAKE-UP :

JACINTHA

FOOD STYLIST :

JAZREEL CHAN

POST-PRODUCTION COMPANY :

CONTENT CURATOR, SINGAPORE

EDITOR :

WONG KIN CHING

CAMPAIGN SUMMARY :

TO CREATE AWARENESS IN SINGAPORE FOR MAGGI’S NEW INSTANT NOODLE VARIANT, HOKKIEN CHAR MEE, WE BROUGHT THE PRODUCT’S SIGNATURE DARK SAUCE TO LIFE BY CREATING A DARK, URBAN MYTH THAT LAUNCHED DURING THE HUNGRY GHOST FESTIVAL – A CHINESE TRADITION WHERE THE DEAD ARE BELIEVED TO WALK THE EARTH. WHILE EVERY OTHER BRAND AVOIDED THIS OMINOUS OCCASION, WE EMBRACED IT WHOLEHEARTEDLY, FEEDING ON LOCAL SUPERSTITION AND THE NATION’S TIMELY FASCINATION WITH THE SUPERNATURAL. LIKE ANY MODERN URBAN MYTH, OUR CAMPAIGN BEGAN ON SOCIAL MEDIA (I.E. FACEBOOK) AND SPREAD ONLINE (I.E. ONLINE NEWS SITES). COINCIDING WITH THE POKEMON GO CRAZE, CONDITIONS WERE RIPE FOR THE SCARING, AS MANY STAYED OUT ‘HUNTING’ ON THEIR PHONES TILL THE WEE HOURS. OUR AMATEUR CAR-CAM GHOST SIGHTING TOOK SINGAPORE’S ONLINE POP CULTURE BY STORM. DOCUMENTING ONE COUPLE’S POKEMON GO TRIP GONE WRONG, THEY ENCOUNTERED A CREEPY, OLD LADY SELLING NOODLES IN THE MIDDLE OF A DERELICT CARPARK AT NIGHT. FIRST RELEASED ON OUR TALENT’S PERSONAL FACEBOOK ACCOUNT, THE VIDEO GOT PICKED UP ORGANICALLY AND CIRCULATED ON ALL OF SINGAPORE’S MAJOR SOCIAL PAGES AND LOCAL NEWS SITES. AT THE HEIGHT OF ITS SOCIAL FRENZY, MAGGI OWNED UP TO THE STUNT WITH A REVEAL VIDEO POSTED ON THEIR FACEBOOK PAGE. THE CHEEKY NEWS SPREAD QUICKLY AMONGST THE SAME SOCIAL PAGES AND NEWS SITES THAT COVERED THE PREVIOUS VIDEO. IN TOTAL, BOTH VIDEOS (I.E. CAM-CAM GHOST SIGHTING, MAGGI’S REVEAL VIDEO) GARNERED AN ORGANIC VIEW COUNT OF 2.9 MILLION, GENERATING A REACH OF 5.9 MILLION IN A COUNTRY OF 5.7 MILLION, COLLECTING JUST OVER 89,000 ENGAGEMENTS. THE PUBLIC'S OVERWHELMINGLY POSITIVE RESPONSE TO THE CAMPAIGN TRIGGERED A 188% INCREASE IN SALES, MOVING 1652 UNITS OF THE PRODUCT WITHIN A WEEK AS COMPARED TO 572 UNITS PRIOR TO THE CAMPAIGN'S LAUNCH, STRENGTHENING MAGGI'S POSITION AS SINGAPORE'S FAVOURITE INSTANT NOODLES BRAND.

THE BRIEF :

CREATE AWARENESS IN SINGAPORE FOR THE LAUNCH OF MAGGI’S NEW INSTANT NOODLE VARIANT, HOKKIEN CHAR MEE – A LOCAL NOODLE DISH FAMOUS FOR ITS DELICIOUS DARK SAUCE.

THE STRATEGY :

FOR A LAUNCH DESERVING OF ITS DARK FLAVOUR, WE CREATED A DARK, URBAN MYTH DURING THE HUNGRY GHOST FESTIVAL – A CHINESE TRADITION WHERE THE DEAD ARE BELIEVED TO WALK THE EARTH. A HOUSEHOLD NAME IN SINGAPORE, MAGGI IS SEEN AS TRADITIONAL AND SAFE. BUT PLAYING IT SAFE NEVER GETS NOTICED. SO WHILE EVERY OTHER BRAND AVOIDED THE OMINOUS OCCASION, WE EMBRACED IT WHOLEHEARTEDLY. FEEDING ON LOCAL SUPERSTITION AND A TIMELY FASCINATION WITH THE SUPERNATURAL, OUR CAMPAIGN BEGAN ON SOCIAL MEDIA AND SPREAD ONLINE, AMPLIFIED BY THE POKEMON GO CRAZE AS MANY STAYED OUT ‘HUNTING’ ON THEIR PHONES TILL LATE.

THE EXECUTION :

IN AN ERA OF SHOCKING VIDEOS AND SENSATIONAL FOOTAGE, OUR AMATEUR CAR-CAM GHOST SIGHTING TOOK SINGAPORE’S ONLINE CULTURE BY STORM. DOCUMENTING ONE COUPLE’S POKEMON GO TRIP GONE WRONG, THEY ENCOUNTERED A CREEPY, OLD LADY SELLING NOODLES IN THE MIDDLE OF A DERELICT CARPARK AT NIGHT. FIRST RELEASED ON OUR TALENT’S PERSONAL FACEBOOK ACCOUNT, THE VIDEO GOT PICKED UP ORGANICALLY AND CIRCULATED ON ALL OF SINGAPORE’S MAJOR SOCIAL PAGES AND LOCAL NEWS SITES. AT THE HEIGHT OF SOCIAL FRENZY, MAGGI OWNED UP TO THE STUNT WITH A REVEAL VIDEO POSTED ON THEIR FACEBOOK PAGE, AND THE NEWS SPREAD EVEN QUICKER.

THE RESULT :

IN TOTAL, BOTH VIDEOS (I.E. CAM-CAM GHOST SIGHTING, MAGGI’S REVEAL VIDEO) GARNERED AN ORGANIC VIEW COUNT OF 2.9 MILLION, GENERATING A REACH OF 5.9 MILLION IN A COUNTRY OF 5.7 MILLION. WITH JUST OVER 89,000 ENGAGEMENTS, THE PUBLIC’S RESPONSE TO THE CAMPAIGN WAS OVERWHELMINGLY POSITIVE, AS MAGGI’S NEWFOUND SENSE OF HUMOUR WAS MET WITH NATIONWIDE APPROVAL, STRENGTHENING THE BRAND’S POSITION AS SINGAPORE’S FAVOURITE INSTANT NOODLES BRAND. NATURALLY, THE SUCCESS OF THE CAMPAIGN ALSO TRIGGERED A 188% INCREASE IN SALES, MOVING 1652 UNITS OF THE PRODUCT WITHIN A WEEK AS COMPARED TO 572 UNITS PRIOR TO THE CAMPAIGN'S LAUNCH.